Marketing Payback

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Do you know if your marketing is profitable? Which activities deliver the most value and which simply fail to deliver? This book is about improving the payback you get you re your marketing. Marketing costs lots of money and there are many choices to be made about where marketing budgets can be spent. Marketers and executives need a better framework for measuring marketing performance and making marketing decisions; good marketing decisions yield substantial profits but bad ones can destroy substantial value. The aim of this insightful and practical book is to help you make better ones. If you are pressurized to demonstrate the contribution of marketing, drowning in data yet lacking in deep customer insights, wondering whether your sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight and use them to your advantage.Do you know if your marketing is profitable? Which activities deliver the most value and which simply fail to deliver? This book is about improving the payback you get you re your marketing.

Title

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Marketing Payback

Author

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Robert Shaw, David Merrick

Publisher

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Pearson Education - 2005-01-01

ISBN-13

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